There’s an online gathering happening all across the world and you’re invited. The problem is, you’re hesitant to join – and not because you don’t want to, but maybe because you don’t think it will last or perhaps you can’t pencil it in to your schedule. Either way, by not joining, you could be missing out on some really great networking opportunities just waiting for you to seize.

I’m talking, of course, about social media for staffing companies. These days, it’s all the rage to be a part of this vast network – and why not? With companies using social media to solve business problems, get leads, improve processes and more, this is one bandwagon you don’t want to miss.

What is Social Media?

Since the concept of social media is still developing, you can’t yet look it up in the dictionary for a clear-cut definition; but in a nutshell, social media is about building community online. Much like your sales people build relationships in the field, social media allows your reach to cross the globe – a luxury we sometimes take for granted or simply don’t realize.

There are countless social media tools out there and networking sites for nearly any interest, business or person you could imagine. The trick is to decide which group you’ll be connecting with so you can be sure you’re in the right crowd to communicate your brand with.

For the purpose of this blog post, we’ll talk about “The Hot Three” social media tools, a handful of the tools Eplica is currently executing with some of its staffing company clients. You may not know why these tools are so special or even if they’re worth befriending, so here’s the info:

No. 1: Twitter

Twitter is one of the trendiest; it’s an an online communication tool that creates a quick and powerful human connection between companies and people. Twitter allows users, and for the purposes of this post, businesses, to share insight, news, solutions and more through status updates (“tweets”) of no more than 140 characters to potentially thousands (or more) of followers.

Staffing companies can use Twitter to engage more deeply with clients and candidates, position themselves as thought leaders or ramp up their recruiting efforts. If done the right way, Twitter is a two-way conversation – an exchange of ideas between your company and your followers.

Twitter can be used for the following (and more):

· Customer Service Efforts
· Recruiting
· Discussing Industry News
· A Sounding Board for Feedback
· Finding New Business Relationships
· Building Your Brand
· Direct Sales

No. 2: Facebook

Facebook is the more popular of the outlets, with a reported network of more than 250 million “friends.” Having a profile on Facebook says loads about your company, the most important being, “I’m here.”

More and more, our client’s staffing businesses are discovering how Facebook can help them achieve their business goals and allow them to reach out to clients and candidates as “one of them.” This is important because it creates an atmosphere where clients and candidates can get to know your company on a more human level, which builds trust.

A Facebook business page allows you to connect with people and businesses that are interested in what your staffing company has to offer. Engage in discussion, promote something new – the possibilities are endless:

• Meet and Learn About Your Audience(s)
• Find Business Contacts
• Build Relationships with Clients and Candidates
• Develop Your Brand(s)
• Define Your Audience(s)
• Advertise Promotions
• Demonstrate Expertise

No. 3: The Blogosphere

The Blogosphere – full of information – some great, some really, really bad. The popularity of this resource relies on making sure readers aren’t bored or they’ll just tune out. Boredom happens when readers have to put up with self-serving chatter or lack of conversation.

If your staffing company chooses to blog, three important things to remember are 1) create something of value for your audience 2) blog often and 3) listen.

Some may argue that blogs aren’t social media at all, but just like social networks, blogging is about building community. So if someone comments on your blog, comment back to start a discussion. Take the time to find what other bloggers in your industry are saying online and stop by to say “hi,” offer feedback, build relationships, be social. There’s a reason it’s not called “antisocial media.”

Not only is a blog a great way to build relationships, share insight or highlight your staffing company on a more personal level, but it’s also a nice way to boost your search engine rankings online.

You see, when you host a blog as part of a larger search engine optimization strategy for your Web site, every time you publish a post, the search engine “bots” recognize it as fresh, new content. And that’s good. Once you get on the good side of the bots, you’re in a position to start mingling the top spots on a search engine results page like Google.

What if I Show Up and Nobody Follows?

It’s far better to have no ties to social media at all than to become social media road kill by allowing your profiles and brand to become stagnant online. To be successful at any gathering, you must be armed with confidence (strategy), personality (authenticity) and be willing to stay for more than 15 minutes (commitment).

If it simply does not make sense for your company to engage in social media, then don’t do it. Resources (or lack of) will be the single most important item to the success of your social media efforts; however, through time management and/or delegation, it’s actually quite doable.

Tips for Social Media Management

Set up social media committees within your company comprised of team members that can tackle small task within your social media network(s) on a regular basis.

For example, there’s no magic number on how many times you need to tweet or post something to your Facebook, but you need to make sure you’re front and center as much as possible and that could mean something small every day – in fact, it’s recommended.

To manage your social media, find people within your company who can help and are:

· Passionate about your business.
· Understand how to navigate the Web .
· Have a grasp on writing well (remember, spell check is your friend).
· Up-to-date on important issues your clients, candidates and industry faces.
· Enjoy customer service and want to connect with the people you serve.

If you’re tackling your social media efforts solo, set aside a time each day where you dedicate to managing it. Think of it as part of your relationship-building sales and marketing plan that simply cannot be ignored. You may be surprised at the long-term results.

Social Media for Staffing Companies

It’s time to start shedding that “uncool” stigma that the staffing industry as a whole has a hard time shaking. Staffing companies must look at how they can revamp their online presence and become part of something bigger – even if it’s just as simple as having a dynamic, functional Web site. In fact, online image is becoming so important, it can sometimes make or break a staffing company.

And if a staffing firm continues to avoid the online gathering, the competition will surely be there to take advantage of that opportunity.